Apple is building out some of its own software and planning a new product to loosen Google’s hold on its ecosystem,Several Apple employees working on the software told the publication that the company is silently evolving its maps and search apps to be more viable alternatives to Google’s.
Recently, it rolled out Business Connect, which allows companies to claim digital locations for interacting with users, displaying photos, and offering promotions. The second piece of software Apple aims to enhance is its predominantly covert and unofficially named “Apple Search” tool, which currently powers results provided by Apple’s voice assistant Siri or the Spotlight search feature on Mac.
Having more control over what search engine iPhone users prefer could also play well into Apple’s focus on privacy by preventing web search data from being leaked to third parties. According to a job ad describing his role, Weisberg’s position entails driving the design of the “most privacy-forward, sophisticated demand-side platform [DSP] possible”.
Source: News Formal (newsformal.com)
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